Carina Martin explains the multitude of roles that fall under the banner of copywriting and offers pointers for breaking into the industry.
Copywriting is a job you can start straight out of college or something you can switch to later in life. So what do copywriters do? (clue – it has nothing to do with trademarking). Copywriters use words to attract attention and to persuade readers to behave in a certain way.
For a role that relies on clarity and simplicity, the term ‘copywriter’ is something of an archaic misnomer, harking back to the invention of the printing press.
Fast forward to the 2020s and copywriting has exploded in a million different directions. Sadly, the popularity of long advertising copy has, to some extent, succumbed to today’s shorter attention spans, but what the copy lacks in volume is more than made up for in variety.
In-house or freelance?
My own decision to freelance was a lifestyle choice as much as anything. Those who work in-house love getting to know one business thoroughly, rather than being a jack-of-all-trades. It’s a personal choice, and there are highs and lows whichever route you choose.
Getting started
My advice to new copywriters is to create a portfolio website. You can do this even if you have yet to find your first role. I created mine by following YouTube videos; you don’t need to throw money at it, just time.
Getting yourself out there
Once you’ve got a website (or a PDF portfolio) that you’re proud of, you need to drive traffic to it. I recommend you look at other copywriters’ profiles on LinkedIn and make yours as powerful as possible. Then make it work for you. Get as much experience on as many subjects as you can, then find your niche and chase your dream.
Carina Martin has been a freelance copywriter and screenwriter since 2011. Her previous experience includes roles as Marketing Manager at Capital Radio and Channel 4 (FilmFour), and at digital marketing agency Dare, where she later became Head of Copy. Carina has an MA in Screenwriting for Film & TV from Royal Holloway. For more information see www.carinamartin.co.uk and her LinkedIn profile. Follow her on Twitter @copycatch.
Comments